Banners (теория)

When you’re doing online advertising, size matters.

These are the most common and used standard banner ad sizes in 2022:

Dimension	Name	Maximum size
250 x 250	Square	150 KB
200 x 200	Small Square	150 KB
468 x 60	Banner	150 KB
728 x 90	Leaderboard	150 KB
300 x 250	Inline Rectangle	150 KB
336 x 280	Large Rectangle	150 KB
120 x 600	Skyscraper	150 KB
160 x 600	Wide Skyscraper	150 KB
300 x 600	Half-Page Ad	150 KB
970 x 90	Large Leaderboard	150 KB

Top Performing Banner Ad Sizes in 2022

Dimension	Name	Maximum size
300 x 250	Medium rectangle	150 KB
336 x 280	Large rectangle	150 KB
728 x 90	Leaderboard	150 KB
300 x 600	Half page or large skyscraper	150 KB
320 x 50	Mobile leaderboard	150 KB

If you’re pouring money into Google ads, it’s critical to be aware of the banner ad sizes that generate the most amount of impressions, clicks, and sales.

Display ads are shown to users on websites that are not search engines.

They have the purpose of driving brand awareness by reaching a larger audience on different blogs, news sites, or niche websites. At the same time, they can also be used for remarketing purposes to improve conversions.

Google Ads come in different sizes which is why it’s important to know how to optimize them properly to bring the best results.

Unfortunately, not having a correct understanding of banner ad sizes is one of the biggest mistakes made in online marketing.

It’s also one that could cost you a lot of money.

But it doesn’t have to be the case.

According to Google, these are the most common ad sizes that you should take into consideration:

Medium rectangle (300×250 ad size)

This type of banner ad is the most compact one out of all these options so it doesn’t take up too much space on a web page. It performs well when it’s embedded within text content or when it’s placed at the end of an article. Because of the compact size, advertisers tend to favor it because it’s convenient to display. At the same time, it’s a good option when you’re just getting started with display ads.

Large rectangle (336×280 ad size)

Even though this banner ad size doesn’t get as many impressions as the first one, it’s still a popular option for advertisers. Since it’s similar to the medium rectangle, it performs best when it’s placed within text content or at the end of a post. Because it’s slightly bigger than the 300×250 ad size, it means that you will have more ad inventory.

Leaderboard (728×90 ad size)

This type of banner ad is called like this because it’s usually displayed noticeably at the top of a web page. If you want to get your ad in front of as many people as possible, then this is a good option to consider. Also, because you get more ad inventory, you can increase your earnings when text and image ads are enabled. Google advises using this banner ad size on forum sites.  

Half page or large skyscraper (300×600 ad size)

Despite its name, the size of this type of banner ad does not cover half of a page. However, it does take up the most amount of space compared to the large banner sizes. This means that, as an advertiser, you have a lot more elbow room to get your message noticed. But this comes with the pressure of needing to create stunning visuals that draw people in and getting them to click on your banner ad.

Mobile leaderboard (320×50 ad size)

As you can tell from the name, this ad format is optimized for mobile devices. Even though it’s one of the smallest mobile banner sizes available, it should definitely be used as a way to maximize impressions and improve CTRs on mobile.

Why Google Ads Dimensions Are Important

The dimensions of display ads have been developed for different purposes and use cases.

Essentially, the size of a banner ad can impact how a user sees it, or even if they notice it.

Despite the fact that the differences in sizes are not that major, they can make a huge difference in proving their effectiveness.

In the end, your goal is not just for people to see your ad, but rather to get them to click on it and then convert the leads into customers.

As an advertiser, you want to pick the right banner size ad so you can maximize your campaign reach.

Luckily, we can give you a starting point in this article. This means that you will be able to focus on creating visuals that can bring you results.

However, keep in mind that a specific banner size doesn’t guarantee the success of an ad campaign but it’s definitely something to start with.

Conclusion

These top-performing sizes represent only the first stepping stone in banner ad creation.

The other aspects you should consider are:

• The copy you use on the banners;
• The colors;
• The CTA;
• The design.

To get started with display advertising, just consider these five sizes first and go from there.

Types of banner ads that will make your brand stand out

Trends in advertising come and go, but banner ads firmly hold their position. You will hardly spend an hour on the Internet without glimpsing on at least one banner.

However, there is much more to a banner than what meets the eye. Banner placement, size, content, design… there is a lot for advertisers to think about before their banner meets its audience. A slightest detail can affect the course of a whole campaign.

What are banner ads?

Banner ads are rectangular graphic displays on a website and, usually, the first contact a potential customer has with your brand. If a user clicks on a banner, they will be redirected to the advertiser’s own web site. Banner ads are a commonly used form of advertising because of their diversity, inexpensiveness and easily measured results (indicated by the click-through rate).

The evolution of banners 

Online banner ads have existed for more than 20 years, but their shape and size haven’t changed much. However, their content did.

Static banners – images or text enclosed in still frames – are slowly becoming a thing of the past. Because of their overall presence, web users have developed banner blindness – a phenomenon where web users consciously or subconsciously ignore banner ads. If we want banner ads to fulfill their purpose, some polishing is necessary. Banners must suit the needs of the market. And today’s market loves multimedia. So it is not surprising that users exposed to rich media are three times more likely to convert.

Rich media ads are more than just simple images – they contain video, sound, animation, or graphics. They are advertisers’ latest attempt against users’ ad indifference and banner blindness. Rich media enables advertisers to present users with interactive ads, which are more likely to elicit a response.

Choosing an effective banner is not as simple as it sounds, considering the fact that they are one of the most versatile forms of advertising.

Know your banners

Standard banners are simple banners which contain gif, jpeg or flash. An average standard banner mostly includes text with a logo or graphic. Standard banners are static and the only possible interaction is a click on it which leads to the advertiser’s landing page.

The smallest (300×50/320×50) and the cheapest banners can mostly be found on the top or bottom of a web page and they are rarely used by smaller businesses because it is easy to overlook or ignore ads of that size.

The same location is also available for king-size banners (300×150) which are currently the most popular format. They are large enough to be noticed without disturbing users’ experience and their position draws attention.

Full-screen banners occupy the entire screen.

Interactive banners are, as their name suggests, highly interactive and dynamic. They usually offer more than one interaction, trying to get users to engage. One such banner can contain any interactive element (a game, video, etc.) and at least one call to action (for example, a contact form) – all within a single banner.

Creating an amazing banner is only half way to success. The other half is good targeting.

If you ask an advertiser who they want to target, the worst answer would probably be everyone. Not every product is for every person. You must know who your audience is and have a tool to reach it. Without a good targeting tool, your banner won’t be seen by the right audience and your marketing efforts will be wasted.

If you wouldn’t click on it, why should your audience?

Banners are widely used because they are an inexpensive way to create brand visibility and increase its recognition. However, many users have grown indifferent to ads and learned to (sub)consciously ignore them. To keep your ad from being ignored, it is important to make it stand out and offer users something of value. Since the space on a banner is limited, the displayed information must be carefully selected and well-presented.

Would you be willing to click on a lifeless, amateurish ad? Probably not, and most people share that opinion. Keep that in mind while planning your new campaign. Make your banners presentable and offer users something that will spark their interest and there is a high chance that your efforts will pay off.

After all, if your ads are just like all the rest, why should you expect good results?